AN EXPLORATORY STUDY ON WHY BANGLA CAT IS EXPERIENCING A DECREASING DEMAND FOR GAS AND DIESEL GENERATORS EVEN THOUGH THEY ARE THE MARKET LEADER

Abstract

The research intends to explore the factors which are causing the demand of Power Generator to decline at Bangla cat. Bangla Cat is the sole dealer of Caterpillar USA in Bangladesh which is the manufacturer of Gas and diesel generators, Marine engines, construction equipments etc. Even though there is an ample demand for Caterpillar products in Bangladesh, they are loosing their market share. This study deals with only gas and diesel generator. This is an exploratory study which gives an over all idea about the company’s background, structure, Competitor Analysis, SWOT Analysis and the problems that are causing Bangla Cat to loose market share. The research is conducted on the customers and employees of the organization. It is based on focus group discussion with the employees and individual depth interview with the customers. The questions asked to the customers was semi structured and it was guided and approved by the Deputy Sales Executive of the company. The sampling technique to conduct the survey was simple random sampling and the sample size is 30, which was taken only from Dhaka City. Based on the answers of the respondents analysis of the findings has been done. Previously very limited study was conducted on this particular topic .This study will provide valuable insight on this study area, help and facilitate further studies on this or related similar topic. As not much research is done on this topic the Literature Review part is not that much informative and comprised of all secondary information. Company Background is included just to enlighten the readers about the company and create a base so that they get a clear conception of the company’s activities. Through this study the researcher will try to explore the factors which influences or causes the demand of the diesel and gas generators to decline. The focus of the study is to explore the reasons or factors which are causing this decrease in demand.